Competitive Research and Actionable Product Recommendations

Casino Report

LIQUID&GRIT

REVENUE DRIVERS 3

Club Features: Clans

SlotoClans in Slotomania

NEW INNOVATIONS 8

Expansion Features: Stores

Bready, Set, Dough! in Bingo Bash

BREAKOUT APPS 13

Cash Frenzy by SecretSauce

The Walking Dead Casino Slots by FTX Games

Stars Slots Casino by Huuuge Global

MARKET WATCH 17

Notable Releases I & II

APPENDIX 20

Premium Partnerships

L&G Slots Personas

TABLE OF CONTENTS

MAY

2019

NEW INNOVATIONSREVENUE DRIVERS

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!4

CLUB FEATURES: CLANSSlotoClans in Slotomania

Releases

4/30 - 5/2 Pre-Launch SlotoClans Event

5/2 SlotoClans

5/6 SlotoCards Clans Album

5/8 Birthday Blast

5/8 Clans Album Wild Card

5/9 Your Feedback Matters 5/9 Stamp It x2

5/9 Special Offer

5/9 Blast Away Extra Picks Sale

5/10 Bingorilla

5/11 Golden Card Pack Giveaway

5/11 Power Dash

5/12 Mother’s Day Sale

Slotomania

Dow

nloa

ds

per

Day

2K

4K

6K

8K

Rev

enue

per

Day

$100K

$200K

$300K

$400K

$500K

2/19/19

3/5/19

3/19/19

4/2/19

4/16/19

4/30/19

5/14/19

Revenue Downloads

IMPACT ANALYSIS

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Following the release of SlotoClans in Slotomania, revenue was down -14% WoW. Revenue increased +32% WoW after sales and events integrated with SlotoClans went live. Revenue continued to be elevated +20% 2Wo2W.

*Headline and graph data is iOS U.S. only

2Wo2W = Two weeks over two weeks

SlotoClans

FEATURE TEARDOWN

A pre-launch event required players to unite together to unlock a Starter Kit. Once SlotoClans went live, players joined a SlotoClan, collectively completed challenges, and won chests and coins. SlotoClans is integrated into other elements of the app, including collections and missions.

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Pre-Launch Event Details • Players received 1 of 4 colored pieces of a puzzle (1). • Players were required to find 3 other players with the missing-colored pieces. • Once the puzzle was completed, all 4 players received a SlotoClans Starter Kit (2).

Feature Details • All players can join or create a SlotoClan (3). • Players can share and search for SlotoClans using a unique Tag (4). • Members earn Clan Points by spinning and completing Daily Dash challenges (5). • Clan Points are used to collectively fill a meter, to earn a Key, to unlock a Clan Chest. • Once the Clan Chest is opened, players can upgrade their personal Chest with more play (6). • All members get a bonus when one member completes a SlotoCard Set or wins a qualified jackpot.

Post-Launch Details • SlotoCards Clans Album was released with more ways for SlotoClan members to win Cards. • SlotoQuest went live that awards Star AceCards for the Clan Album. • Birthday Blast event that awarded Cards for the Clan Album was released. • Clans Album Wild Card event went live that gave players a Wild Card for the Clan Album. • Power Dash event was released that had players complete Daily Dashes to earn Clan Points.

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2

6

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Feature Database

Find more images and videos in the SlotoClans Library

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DESIGN INSIGHTS

Use existing features and events to ensure strong initial Club-engagement. Test pre-launch marketing for potential viral boosts. Club Features focused on collaboration are producing results in both Casino and Puzzle.

Product Recommendations • For group-based features, add logic that awards strong individuals. Once the group award is achieved in SlotoClans, individual

players may upgrade their personal winnings … incentivizing stronger play from heavily-engaged players (1). • Utilize current features, events, and sales to drive new feature adoption. In Slotomania, revenue increased after the launch of

SlotoClans-integrated events and features. SlotoClubs (different from SlotoClans) are also integrated into sale discounts (2). • Pre-launch marketing is an area of opportunity for product teams. Similar to blockbuster movies, games should invest

considerably in pre-launch marketing to increase feature adoption, pre-launch retention, and installs (3). • Use Tags and personalized URLs to generate virality. In SlotoClans, Tags let players post information online so other players

can easily find a specific Clan (4).

Target Player Persona • Slotomania targets Daydreamer Denise, as she prefers challenges, collections, and quests. She does not tend to spend a lot of

money … but uses in-game, progression-based features as an escape from the pressures of everyday life. See the L&G Slots Personas Report for more information (separate subscription required).

• In 2019, Slotomania has invested in the following Event categories: Mini-Games (28% of total new events released), Challenges (16%), Quests (16%), Purchases (16%) and Collections (8%). The investment in Challenges, Quests, and Collections supports the focus on Daydreamer Denise players. Use the Data tool in the Feature Database for more investment analysis.

Puzzle Genre Reference • Revenue was up +20% WoW after Club Features (centered on sharing lives) was released in both Homescapes and Lost

Island Blast Adventure. For more images and videos of these features, see Teams in Homescapes and Clubs in Lost Island Blast Adventure. For an analysis, go to the 05 2019 Puzzle Report.

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1

NEW INNOVATIONS

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EXPANSION FEATURES: STORESBready, Set, Dough! in Bingo Bash

Bingo Bash

Dow

nloa

ds

per

Day

1K

Rev

enue

per

Day

$20K

$40K

$60K

2/17/19

3/3/19

3/17/19

3/31/19

4/14/19

4/28/19

5/12/19

Revenue Downloads

IMPACT ANALYSIS

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In Bingo Bash, revenue increased +32% WoW after the release of an Easter weekend sale, unlimited boosts event, and bingo room mini-game called Bready, Set, Dough!

*Headline and graph data is iOS U.S. only

WoW = week over week

Bready, Set, Dough!

Releases

4/16 Bready, Set, Dough!

4/19 - 4/21 Unlimited Boosts

4/20 The Great Bake Off

4/21 Deal of the Month

FEATURE TEARDOWN

Players daub and hit bingos to bring Customers to a Bakery. Once Customers arrive, players sell Goods to fill a meter and upgrade their Bakery, win prizes, and unlock new Goods.

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Feature Details • Customers are randomly placed on bingo cards. • Players daub to clear a path for Customers to reach the Bakery at

the center of the card (1). • Daubing red cells awards Puzzle Pieces, and 10 Pieces awards

Goods to sell. • Hitting a bingo brings all the Customers to the Bakery, and awards

Goods to sell to Customers (2). • More valuable bingo cards improves the potential Goods and coins

awarded. • In the Bakery, Customers have different orders and costs (3). • Each Good sold adds to the meter (4). • Once the meter is filled, the Bakery is upgraded and new Goods are

available to sell.4

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3

1

Feature Database

See more images and videos in the Bready, Set, Dough! Library or watch this video in the Feature Database

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DESIGN INSIGHTS

This Store mechanic extracts value from the success of cooking genre apps, like Cooking Craze. Consider adding Idle Games-like mechanics that award players in the background, so as not to compete directly with cooking genre apps.

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2

Product Recommendations • Use mini-games to reward players without requiring much engagement. This will allow players to focus on

the core game mechanic (bingo), while still generating value from the mini-game mechanic (Bakery). See this blog post on Idle Games from Kongregate for more information on how Idle Games work.

• Consider adding Rockets powerup purchases to drive transactions. Rockets powerup packages at $2.99 and $0.99 are the 2nd and 3rd most-purchased IAP packages in Bingo Bash (as of 4/1/19). Rockets daub two random numbers per card (1 & 2).

Target Player Persona • Sensation Serena is the target player persona … and the most likely to play bingo (in addition to slots).

Sensation Serena is the smallest group, but spends the most money. She is motivated to trigger Arousal, and then Profit emotions. See the L&G Slots Personas Report for more information.

• Sensation Serena enjoys lotteries and piggy banks … and she has the highest overall preferences towards features. Features appeal to her desire for Profit … and core game play (like bingo and slots) appeal to her desire for Arousal.

Puzzle Genre Reference • Consider adding a hidden object mechanic to a sales dialogue to drive conversion. Review the 05 2019

Puzzle Report for details of Seeker’s Notes implementation. • To increase engagement, make the mini-game free to start. Review the freemium system in the 04 2019

Casino Report and Bake Sale event in the 12 2018 Puzzle Report.

BREAKOUT APPS

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CASH FRENZY BY SECRETSAUCE

Cash Frenzy was hard launched 8/16/18, and is currently generating close to $40K per day in U.S. iOS revenue. This level-based progression app includes both an exclusive and available-to-all collection feature. The design and features are highly influenced by Slotomania and Cashman Casino.

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Product Highlights • New users receive a Starter Week streak bonus similar to Jackpot Party’s Welcome Back Week (1). • The Diamond Lounge, which is similar to Slotomania’s SlotoClub, is an exclusive content area. • Players receive a 10 day pass to the Diamond Lounge after collecting 15K Lounge Points (2). • There is an exclusive collection feature in the Diamond Lounge called Build Your Dreams (3). • There is also an available-to-all collection feature called Amazing Stamps. • A Wheel of Cash bonus includes a jackpot and multiplier that increases during play, similar to Cashman Casino’s Daily Reward. • Megaball Bonus is awarded every 3rd consecutive day of play, which is similar to Slotomania’s Lotto Bonus. • On certain dialogues, rewards are stated in coins and the dollar value (4).

Additional Features • New User Flow • Misc. Currency • Misc. Features • VIP • Bonuses • Daily Mission • Money Bank • Boosters

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1

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Product Highlights • Players progress by collecting XP to unlock new content (1). • The collection feature, TWD Heroes, is similar to HoF Legends. • In TWD Heroes, players collect and level up 8 characters for rewards (2).

• There are 4 chest types containing character XP and Fuel. • Chests are earned by spinning, making purchases, leveling up, completing quests, and collecting a bonus chest in a retention

bonus (available every 18 hours). • Fuel is used to send characters (L2 or above) on Supply runs, which awards a spin of a wheel (see this video). • Each Supply run is timed. The timer is reduced as characters level up (3)

• There is a daily missions feature called Daily Hunt, with a weekly fill meter (similar to Daily Dash in Slotomania).

Additional Features • New User Flow • Misc. Currency • Misc. Features • Rescue the Survivors • Tournaments • VIP • RPG Hunt • Safe

THE WALKING DEAD CASINO SLOTS BY FTX GAMES

The Walking Dead Casino Slots was hard launched 12/6/18, and is currently generating $2.5K per day in U.S. iOS revenue. Players collect XP to progress and unlock content. There is a collection mechanic that is well-integrated with the IP, includes a timer mechanic, and is similar to HoF Legends.

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STARS SLOTS CASINO BY HUUUGE GLOBAL

Stars Slots Casino was hard launched 1/3/19, and is averaging $100 per day in U.S. iOS revenue. The app is similar to Huuuge Casino … but with location-based services and adjustments to Clubs.

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Product Highlights • The New User Flow presents social elements to players (1). • Players can turn on location-based services to see players nearby

(see this video and image 2). • Stars League rankings are based on Club members XP levels …  a

twist on standard club systems (3). • An additional multiplier on the Daily Bonus is only unlocked if the

player has joined a Club. • The Free Shop Coins is based on Club Level and League. • Each machine displays a preview video (4). • The Lottery allows players to play all tickets at once (see this video).

Additional Features • Misc. Currency • Misc. Features • Daily Missions • Leaderboards

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2

3

1

MARKET WATCH4/15/19 - 5/14/19

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App Full Library Key Moment Description

SlotomaniaFrankenstein Rising

TournamentTournament Time!

• Exclusive machine and tournament event. • When the spin counter ends, qualified players are

awarded free spins based on their ranking (1).

WSOP

Daily Blitz Day One Challenge

• Daily mini-game for players to pick the best poker hand before time runs out.

• Players are given an initial 15 second timer, with an additional 15 seconds added each consecutive day of logging in (2).

Face Off Express Leaderboard• New fast-paced, two player tournaments in

Express or Turbo rooms.

DoubleDown Casino MegaBucks Room MegaBucks Lobby

• Exclusive machines and area with a MegaBucks Jackpot.

• Purchasing a Booster increases the jackpot amount (3).

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2

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NOTABLE RELEASES I

App Full Library Key Moment Description

Caesars SlotsThe Legend of the 4

KingdomsQuest Tutorial

• Players unlock new collections. • Duplicate items must be converted to complete

the secondary collection (reskin of Caesars Spectacular Show).

Big Fish Casino TreasuresLevel One, Set One

Rewards

• Players spin in any machine to land 3 chest symbols to collect tokens towards level goals (1).

Heart of Vegas All StarsHow to Become an

All Star

• Players spin in slots to increase ranking in a tiered leaderboard competition (2).

Scatter Slots Scatter Wars II Liberating Land

• Players collect character cards to build their Army and liberate Lands.

• Players can upgrade their characters with Gems. • Each of the 10 levels has a map of Lands that need

to be freed (3).

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NOTABLE RELEASES II

APPENDIX

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Quadrant Strategies Kinrate Analytics Sensor Tower

Market Research

Quadrant Strategies website

Player Personas

Kinrate Analytics websiteMobile App Store Intelligence

Sensor Tower website

Quadrant Strategies is a market research consultancy that uses research to help the world’s most prominent technology, gaming, and entertainment companies develop strategies for building their user base, increasing user engagement and spend, and strengthening their marketing and brand plans.

We do that using a range of quantitative and qualitative methodologies, including gamer segmentation and persona development, feature testing, message creation, and loyalty and engagement modeling. The work of our senior leadership goes back many years, and includes long-term engagements for console and gaming-PC hardware-makers, individual games in a range of genres, and across consoles, PCs, and mobile, and for some of the top game franchises.

Kinrate Analytics offers game developers, consultants, publishers, and cloud gaming operators the best cross-platform game recommendation engine for targeted marketing, as well as a novel profiling-as-a-service solution for intelligent market segmentation and social networking.

Other services include advanced market prediction analyses for identifying emergent gaming trends, and access to unique AI-enhanced data of 140 thousand game titles and 48 million game players.

The products of Kinrate Analytics have been developed in university-led research projects in collaboration of economists, psychologists, game scholars, and data scientists.

Sensor Tower is relied upon by financial analysts, VCs, and publishers who need to leverage data to identify the fastest growing apps, emerging markets, and more.

Clients harness Sensor Tower’s suite of app intelligence tools to…

‣ Evaluate app economies and app vitality ‣ Drive organic growth with the leading App Store

Optimization platform ‣ Get the best global download and revenue

estimates for the App Store and Google Play ‣ Discover top creatives and better shape user

acquisition strategy

PREMIUM PARTNERSHIPS

Liquid and Grit partners with these premier market research and analytics companies to infuse our reports with the most relevant and detailed gaming user personas, data, and statistics available.

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L&G SLOTS PERSONAS

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Demographics*

Fame Frank Money Mike Daydreamer Denise Gambler Gail Sensation Serena

Size 21% 22% 27% 19% 12%

Women 50% 51% 66% 60% 55%

Age 32 mean / 30 median 34 mean / 32 median 35 mean / 34 median 35 mean / 33 median 35 mean / 32 median

Education* 3.5 3.3 3.5 3.2 3.3

Money Spent 4.2 4.9 3.5 5.4 5.8

Play Time 5.0 4.5 5.0 4.9 6.5

* The Education, Money Spent, and Play Time numbers are representative of the strength of each player persona.

A survey of 1,299 participants from the U.K. and U.S. were recruited to respond. The data formed patterns of game choices, slots preferences, and playing habits … producing five distinct personas.

Brett.Nowak@LiquidandGrit.com

LiquidandGrit.com

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